HOME > Detail View

Detail View

Advertising and promotion : an integrated marketing communications perspective 7th ed

Advertising and promotion : an integrated marketing communications perspective 7th ed (Loan 2 times)

Material type
단행본
Personal Author
Belch, George E. (George Eugene) Belch, Michael A.
Title Statement
Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch.
판사항
7th ed.
Publication, Distribution, etc
Boston :   McGraw-Hill Irwin ,   c2007.  
Physical Medium
xxvi, 820 p. : col. ill. ; 29 cm.
ISBN
0071108521 9780071108522
Bibliography, Etc. Note
Includes bibliographical references (p. 763-789) and indexes.
Subject Added Entry-Topical Term
Advertising. Sales promotion. Communication in marketing.
000 01062namuu2200313 a 4500
001 000045294154
005 20060920095009
008 060303s2007 maua b 001 0 eng
010 ▼a 2006043829
020 ▼a 0071108521
020 ▼a 9780071108522
035 ▼a (OCoLC)ocm64689024
040 ▼a DLC ▼c DLC ▼d C#P ▼d BAKER ▼d NLGGC ▼d DLC ▼d 244002
042 ▼a pcc
050 0 0 ▼a HF5823 ▼b .B387 2007
082 0 0 ▼a 659.1 ▼2 22
084 ▼a 85.40 ▼2 bcl
090 ▼a 659.1 ▼b B427a7
100 1 ▼a Belch, George E. ▼q (George Eugene)
245 1 0 ▼a Advertising and promotion : ▼b an integrated marketing communications perspective / ▼c George E. Belch & Michael A. Belch.
250 ▼a 7th ed.
260 ▼a Boston : ▼b McGraw-Hill Irwin , ▼c c2007.
300 ▼a xxvi, 820 p. : ▼b col. ill. ; ▼c 29 cm.
504 ▼a Includes bibliographical references (p. 763-789) and indexes.
650 0 ▼a Advertising.
650 0 ▼a Sales promotion.
650 0 ▼a Communication in marketing.
700 1 ▼a Belch, Michael A.

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Sejong Academic Information Center/Social Science/ Call Number 659.1 B427a7 Accession No. 151212680 Availability Available Due Date Make a Reservation Service C M

Contents information

Book Introduction

As the field of advertising and promotion continues to dramatically change since the dominant days of high-powered Madison Avenue agencies, marketers must look beyond traditional media in order to achieve success.

In order to best communicate with consumers, advertisers must utilize a myriad of tools (advertising, public relations, direct marketing, interactive/Internet marketing, sales promotion, and personal selling); Belch/Belch is the first book to reflect the shift from the conventional methods of advertising to the more widely recognized approach of implementing an integrated marketing communications strategy. The text underscores the importance of recognizing that a firm must use all promotional tools available to convey a unified message to the consumer.


Information Provided By: : Aladin

New Arrivals Books in Related Fields